All Content is Not Created Equal

Content curation, like content creation, requires lots of focus, says Joe Pulizzi, Content Marketing Institute founder. “First of all you have to focus on it like it’s part of your core business and core market,” he says. Think about how websites are created: design comes first. Only then do practitioners really think about how to source content that’s going to drive people to the site. “It’s always the last thing,” he says. Nor, often, is there enough thinking about how to measure content marketing results. The C-Levels want to know three things: is it driving sales, is it saving us money, and is it keeping our customers happy? That’s all they care about, Pulizzi says.